With that, the department store is overhauling its loyalty program with a new Star Rewards spending-based benefits setup that gives the best deals and offers to Macy's credit card holders who spend more, the company said in a statement Wednesday, Sept. 27.
Star Rewards breaks Macy's credit card holders into three groups: Silver, Gold and Platinum, which will replace previous tiers of Preferred, Elite and Premier Elite. The new program is an attempt to declutter a once confusing loyalty system.
Those at the top tier will get benefits including free shipping, additional deals and points for every purchase on their Macy's card. Customers will get automatically upgraded to the next tier when they reach certain spending thresholds, the company said.
"Macy's customers have high expectations for their shopping experience, and earning and keeping their loyalty is now more important than ever," Macy's CEO Jeff Gennette said.
The new Star Rewards program will be updated throughout 2018, Macy's said, with upgrades including more experiential benefits and unique prizes. The program will kick off with an exclusive shopping event for Macy's cardholders at stores across the country on Oct. 15.
Macy's stock was flat in late morning trading.
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